Beauty products are unboxed, photographed, and closely inspected, and they’re fast turning into an experience as well as a product. Branding effectively and uniquely can be a challenge. At Ritter’s Printing & Packaging we know branding, and we’re here to help you find the solution your business needs.
Three essentials of cosmetic packaging
While your driving force is your product, your selling force is your packaging. Wondering how to make packaging that intrigues and excites? Good cosmetic packaging keeps the three following points in mind during the design process.
Half of the product experience is in the purchase and unboxing. Luxury brands benefit from this exponentially – a good unboxing experience makes their products memorable, and special, and customers are more likely to return.
Consider layered packaging: boxes displayed within a specially designed shipment box, or unique folding carton shapes. A popular feature used by cosmetic brands are shaped recesses in makeup boxes. These types of boxes keep products in place, and on display, for the customer to see.
We’ve also seen a shift towards useful packaging with brands like Benefit Cosmetics delivering sets of products with high-quality packaging that clients want to continue to use for storage.
On a shelf, your products have to stand out and this is done through the color, shape, and finish of folding cartons. Products should be recognizable at a moment’s notice and evoke the emotions you’re after to encourage the purchase. High-quality packaging tells your brain that there’s a high-quality product inside, so the importance of your packaging design can’t be understated.
Imagine your product on the shelves – you want it to blend in and appear “in place”, but you also need an edge that draws the eye. Creating an eye-catching design is going to depend on your brand and your market. Think about who you’re selling to and the best design trends for that market.
Brand with intent
There’s no doubt that customization makes your packaging stand out, but you have to make sure it’s upholding your brand’s standards. Eye-catching packaging is useless if it’s not memorable enough for clients to link it back to your brand. Visual branding spans many spaces: your website, your shipping packages, your emails, and more. If a client orders a product through an online service, they should receive a package with similar brand motifs.
This plays beautifully into the unboxing experience when done right. Your branding doesn’t stop with the carton that holds your product. In fact, there are several more layers you can add branding to for a unique customer experience.
- The Shipping Box: This is the first thing your customers see. Splashes of company branding should excite them to open the package and provide the first checkpoint in the unboxing experience.
- The Inner Packaging: You should have more than just an empty box with a single product inside. Information sheets, a thank you note, special offers, and protective materials are the next opportunity to make this special for your customers.
- The Folding Carton: This is the core of your product’s packaging, and how it would be packed on store shelves. Eye-catching and tactile, branded with intent, and unique. These are especially important in the cosmetics industry.
- The Product: This is the product as it will appear in your customer’s home. Branding is still important, so clear, high-quality labels carry your brand’s image.
Custom packaging in Fort Lauderdale
Ready to see how you can improve your cosmetic packaging? Contact our expert team at Ritter’s Printing & Packaging at 954-771-7204. We can’t wait to help your product stand out and inspire.